April 19, 2011 — DMA CEO Larry Kimmel has sent an Earth Day message to DMA membership, encouraging a stronger commitment to "being green."

The full text of the letter appears below:

This month, many of the world’s most progressive brands pause to tell their story of “being green.” For some, it’s a small part of their mission. For others, it’s part of a larger narrative about social responsibility and sustainability of “people, profit, and planet” – the triple bottom line.

In the direct marketing arena, being green is about reducing waste and increasing efficiency. Since 2005, our Committee on the Environment & Social Responsibility, an initiative of our Board of Directors, has created tools to help marketers chart this course. We offer real, practical steps that any company or group might consider; and we bring them to you for free:

For Members: Stay abreast of environmental and social responsibility developments, including best practices and legal issues. Sign up for DMA’s 3BL (Triple Bottom Line) monthly e-newsletter by emailing us at ethics@the-dma.org to be added to the 3BL list.

Every brand, company and organization has its own path toward continuous improvement in its marketing efforts, and that applies to marketing smarter, reducing waste, recycling and making for a better, sustainable workplace environment. I hope Earth Day marks a new day in your commitment to becoming even greener.